《通用数据保护条例》(GDPR)背景下的在线客户信任

IF 2.4 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE
Jingjing Zhang, Farkhondeh Hassandoust, Jocelyn E. Williams
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引用次数: 7

摘要

背景:最近的一项全球调查发现,几乎一半从未在网上购物的互联网用户表示缺乏信任是主要原因。通用数据保护条例(GDPR)是一项新的立法,旨在为组织提供机会,通过个人数据治理来提高客户信任。很少有研究从GDPR的角度探讨在线客户信任。本研究旨在通过借鉴技术接受模型(TAM)和自决理论(SDT)来填补这一空白,从GDPR的角度审视在线客户信任的前因。该研究还试图得出可能影响在线客户信任的GDPR的见解,但迄今为止,这些见解在在线信任的前提框架中几乎没有出现。主要研究问题如下:首先,在GDPR背景下,感知技术、感知风险和感知可信度对在线客户信任的影响是什么?其次,哪些特定于gdp的因素可能会影响在线客户的信任?方法:本实证研究采用调查法和演绎法对研究问题进行调查。设计问卷进行初步数据收集,作为定量数据分析的基础。结果:数据分析证实,几个与gdp相关的信任前因——感知安全、感知第三方保证和感知开放——与在线客户信任呈正相关。本研究为SDT适应提供了新的见解,表明动机理论对GDPR背景下信任研究的价值。这项研究还对可能影响在线客户信任的GDPR产生了见解。结论:本研究表明,GDPR通过为在线客户带来更强的权利和更大的透明度,在在线客户信任方面发挥了重要作用。确认和洞察都是一种贡献,可以将看似过时的信任先决条件引入新的应用程序。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Online Customer Trust in the Context of the General Data Protection Regulation (GDPR)
Background: A recent global survey found that almost half of Internet users who never buy online indicated lack of trust as the main reason. The General Data Protection Regulation (GDPR) is new legislation expected to provide the opportunity for organizations to improve their customer trust through personal data governance. Few studies explore online customer trust from the GDPR perspective. This study aims to fill this gap by drawing on the Technology Acceptance Model (TAM) and Self-Determination Theory (SDT), examining the antecedents of online customer trust from the GDPR perspective. The study also attempts to derive insights about the GDPR that may affect online customer trust, but which to date have little presence in frameworks of the antecedents of online trust. The main research questions are as follows. First, what are the impacts of perceived technology, perceived risks and perceived trustworthiness on online customer trust in the GDPR context? Second, what are the GDPR-specific factors that may affect online customer trust? Method: This positivist study used a survey strategy with a deductive approach to investigate the research questions. A questionnaire was designed for primary data collection as the basis for quantitative data analysis. Results: Data analysis confirmed that several GDPR-related trust antecedents – perceived security, perceived third-party assurance and perceived openness – are positively associated with online customer trust. This study offers new insights into the SDT adaptation that suggest the value of motivation theory for trust research in the GDPR context. This study also generates insights about the GDPR that may affect online customer trust. Conclusions: This study suggests that the GDPR plays a significant role in online customer trust by bringing about stronger rights and more transparency for online customers. Both the confirmation and insights are a contribution that can lead seemingly old-fashioned trust antecedents into a new application.
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来源期刊
CiteScore
4.10
自引率
33.30%
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